BCM: Methods to Change Social Norms

Question 1

Providing appropriate models being
reinforced for the desired action
through the mass media.
Conditions for modeling; conditions
for persuasive communication

Answer 1

Mass media role-modeling

Question 2

Providing a form of entertainment
designed to educate (about health
behavior) as well as to entertain.
Consideration of source and
channel; balance of media
professional’s and health promoter’s
needs.

Answer 2

Entertainment education

Question 3

Using by the mass and local media
of appropriate role-model stories of
behavior change based on authentic
interviews with the target group.
Adequate role models from the
community and elicitation
interviews to describe the behavior
and the positive outcome.

Answer 3

Behavioural journalism

Question 4

Encouraging social networks to
provide informational, emotional,
appraisal, and instrumental support.
Availability of social network and
potential support givers. Will often
include information about others’
approval, facilitation and persuasive
communication.

Answer 4

Mobilizing social newtworks